1. Jamba Juice
Philippines
Asian Marketing Effectiveness 2012
Most Effective Use of Public Relations

2. JAMBA JUICE PHILIPPINES
Most Effective Use of Public Relations
Campaign Summary:
The Groovy Fruit Smoothie Makeover
Jamba Juice on the loose in the Philippines
Challenges and Objectives
– How do you introduce and create excitement for a foreign fruit
smoothie brand in a tropical country, where juice is ordinary
and the market is already saturated with fruit smoothies?
Target Market:
– Upper income, “Sporty and Beautiful” Filipino men and women
aged 13 and up

3. JAMBA JUICE PHILIPPINES
Most Effective Use of Public Relations
Insight and Strategy:
– When Philippine restaurateurs The Max’s Group of Companies
sought to bring American fruit smoothie brand Jamba Juice to the
Philippines, it faced a market that had been drinking fruit smoothies
for decades before the brand even came into existence. Virtually,
every restaurant serves smoothies. The strategy was to position
Jamba, not as a main stream but as a high end, almost exclusive “see
and be seen” brand. Our approach was focused network building. We
intentionally limited our pre-launch introduction to a core group of
influential and taste-making individuals who fit the profile of “Sporty
and Beautiful” and were already positively familiar with Jamba Juice.
We then empowered our “influentials” to bring their friends,
colleagues and loved ones to get introduced to Jamba Juice at an
invitation-only opening event. The resulting surge curiosity created a
surge of publicity, talk and sales; some of it organized, much of it
spontaneous, all of it earned.

4. JAMBA JUICE PHILIPPINES
Most Effective Use of Public Relations
Results:
What Made this PR Campaign Special?
1. This was a locally generated PR driven campaign. Not part of an ad campaign or
international effort.
• Evidence:
i. There was no ATL spend and only one billboard.
ii. All other activities revolved around mainstream media, social media and
influencer marketing.
iii. 21,981,063 Philippine pesos earned (not purchased) media values generated in
under 3 months
iv. That’s about 2,000 USD in exposure for every square meter of their shop.
v. Trended on Twitter in the Philippines for 2 straight days despite competing with
a Manny Pacquiao (national hero, during his matches the crime rate drops)
boxing match and a major launch from HTC
vi. Generated 17,000 Facebook fans in under 3 months without major promotions
vii. Considered one of the largest and most successful country launches in the history
of Jamba Juice Asia

5. JAMBA JUICE PHILIPPINES
Most Effective Use of Public Relations
Results:
2. A ubiquitous brand was instantly transformed into a
highly-coveted destination brand
• Evidence
i. The location of Jamba Juice’s premiere branch is in an unfinished
section of a high-end outdoor dining and shopping gallery. There
were no other shops and almost no passing foot-traffic. Despite
this, Jamba has an average of 485 visitors to its stores per weekday
and 573 per weekend-day, making it one of the highest visited
locations in the entire gallery.
ii. The location has become a favorite spot for “celebrity- spotting”
with the media and the public which is of interest, considering the
nearest studio is over 45 minutes away.
iii. With little more than product, Jamba was able to participate in major
events like the local football team’s (The Azkals) match against
David Beckham and the LA Galaxy.

6. JAMBA JUICE PHILIPPINES
Most Effective Use of Public Relations
Results:
3. Sales targets were exceeded despite being doubled
at the start of the campaign
• Evidence
i. Jamba Juice was launched in November of 2011. The original
sales target was 4 million pesos by 2011 year-end, that’s right, 60
days. But because of the unprecedented launch, the target was
doubled to 8 million pesos.
ii. Actual sales beat target at 8.013 million, easily surpassing
marketing investment by 25%
iii. Sales were so brisk that Jamba Juice was forced to air freight
cups from the US and other countries just to keep up with
demand

7. JAMBA JUICE PHILIPPINES
Most Effective Use of Public Relations
Results:
4. Customer Base immediately and decisively selects the meals that belong
to Jamba
• Evidence
i. Many new establishments are confused with and must compete
against restaurants they are ill-prepared to face. An aggressive
usage campaign with influencers successfully pre-addressed that
concern
ii. 37% of Jamba Juice’s sales come from the 2 to 6PM day, referred
to by Filipinos as Merienda (Snack time). This is a period
considered by most restaurants to be “dead time,” so being able
to generate big sales is a competitive advantage.
iii. 34% of Jamba’s sales come from 10PM to 1AM, drastically
different from other countries. This is a time when most
customers are out club hopping. Most restaurants aren’t even
open at this time. Big sales at this day-part is direct evidence that
Jamba is considered a hip “see and be seen” place by the
active attractive market.

8. JAMBA JUICE PHILIPPINES
Most Effective Use of Public Relations
Results:
5. Core product is the direct recipient of the demand created
for the brand.
• Evidence:
i. Core product: Fruit smoothies
ii. Projected percentage of sales 77%
iii. Actual percentage of sales: 81%
iv. It’s official, the fruit smoothie is back in fashion,
thanks to Jamba Juice!